Google is Introducing AMP Technology for Gmail to Allow Users to Shop Online and Compete Forms without Leaving their Inbox

Google Gmail AMP dynamic email, first made available through a developer preview last year, is now rolling out to desktop in G Suite beta…

Google first introduced AMP or accelerated mobile pages back in October 2015. AMP is an open-source technology which serves up web pages up to 85 percent faster than traditional pages.

Now, the search engine is eagerly set to integrate that same speed tech into Gmail. (At least, for G Suite desktop, that is.)

Google Gmail AMP Dynamic Email Rolls Out to Desktop

At first, it seems an odd combination. Particularly because few people complain about the speed of email. After all, email is pretty-much dominated by text and not images and video. That’s the whole purpose behind AMP, to strip down articles to deeply reduce load time. But, Google states it’s embarking on this project to modernize email.

“… we’re making emails more useful and interactive in Gmail. Your emails can stay up to date so you’re always seeing the freshest information, like the latest comment threads and recommended jobs. With dynamic email, you can easily take action directly from within the message itself, like RSVP to an event, fill out a questionnaire, browse a catalog or respond to a comment.”

Google calls these “dynamic emails” and will work with a small group of partners, at first. These include Booking.com, Despegar, Doodle, Ecwid, Freshworks, Nexxt, OYO Rooms, Pinterest, and redBus.